Boost Your Conversion: A Guide to Shopee AMS Singapore’s Latest Rules for Sellers

In the increasingly competitive e-commerce landscape of Singapore, Shopee has recently introduced significant optimizations to its Affiliate Marketing Solution (AMS), aiming to provide sellers with more efficient and sustainable pathways for traffic growth. A series of adjustments to commission mechanisms and activity rules officially took effect on January 2, 2026, marking Shopee's continued investment in building a healthier affiliate ecosystem and empowering sellers.

I. Shopee AMS: What is the Affiliate Marketing Solution?

Shopee AMS (Shopee Affiliate Marketing Solution) is a promotion system where the platform collaborates with numerous affiliate partners (including content creators, bloggers, social media influencers, etc.) to jointly drive traffic and conversion for seller stores. Sellers attract affiliates by setting commissions to promote their store or products. Affiliates create native content and use unique tracking links to direct potential consumers to the Shopee store to complete purchases. For each confirmed successful transaction, the seller pays the corresponding commission.

This performance-based model not only makes promotional content more authentic and credible but also helps sellers expand traffic sources with controllable costs. It is particularly suitable for small and medium-sized sellers looking to enhance brand exposure and sales conversion.



 

II. Key Highlights of Shopee AMS Singapore's Latest Policy

i.Setting a Minimum Commission Rate to Ensure Affiliate Motivation

To maintain the competitiveness of AMS activities, Shopee Singapore has now set a standard minimum commission rate of 6%. This means sellers cannot set a commission rate below this percentage when creating activities (with exceptions for certain categories). This measure aims to attract more high-quality affiliate marketers to participate actively, enhancing the overall effectiveness of activities.

Excepted Categories: Categories such as Cameras & Drones, Computers & Peripherals, and Mobile Devices have a minimum commission rate of 4%.

ii.Optimized Commission Attribution Mechanism to Broaden Traffic Coverage

This update clarifies that AMS commissions apply to the following two types of orders:

◦ Direct Order: A buyer clicks on the affiliate's unique link promoting that specific seller's store or product and proceeds to place an order directly in that store.

◦ Indirect Order: A buyer clicks on an affiliate's link promoting another store or product but ultimately completes a purchase in the seller's store.

This mechanism broadens the reach of commission attribution, giving sellers the opportunity to capture potential customers redirected from other stores, maximizing traffic utilization efficiency.

iii.Upgraded Commission Structure with Platform Co-Sponsored Incentives

Shopee mentioned in its announcement that the overall commission structure will include a "platform co-sponsored AMS commission rate," aimed at further enhancing campaign performance and affiliate partner motivation, ultimately helping sellers gain more exposure and conversion.

 

III. Shopee AMS Singapore Commission Calculation & Rules

• Direct Order Commission: Calculated based on the commission percentage set by the seller for the specific product in Seller Centre.



• Indirect Order Commission: Calculated as 30% of the Direct Order commission rate set by the seller for that product.



Example: If a seller sets a Direct Order commission rate of 15% for Product A, the Indirect Order commission rate is automatically 4.5% (15% × 30%).

 

IV. Core Value & Advantages of Shopee AMS for Singapore Sellers

i.Effectively Increases Store Exposure & Broadens Traffic Channels

Leverage the content influence of affiliate partners across various social platforms and websites to reach potential customer groups that are difficult to access through traditional advertising, reducing over-reliance on a single traffic source.

ii.Performance-Oriented & Controllable Operational Costs

Pay commissions only upon successful transactions, without upfront fixed promotion costs. This is especially suitable for SMEs with limited budgets to experiment with content marketing and influencer collaboration.

iii.Enhances Content Authenticity & Boosts Conversion Trus

Organic content created by affiliate partners is often more relatable and credible than hard advertisements, helping to lower consumers' decision-making barriers and improve purchase conversion rates.

iv.Supported by Shopee Platform Policies, Streamlining Communication & Operations

Shopee handles communication, tracking, and settlement with affiliate partners. Sellers only need to set up activities and commissions to access a vast promotion network, significantly reducing the operational burden of independently sourcing collaboration resources.

Tips

• After an activity status becomes "Ongoing," sellers can still increase the commission setting. The new rate will take effect at 00:00 the following day.

• To decrease the commission rate, the current activity must be terminated first before creating a new one.

• Sellers are advised to reasonably plan their commission percentage based on the minimum rate requirements and profit margins before creating an activity, and to fully utilize the incentive advantages of the platform co-sponsorship.

 

V. Conclusion

Shopee's latest optimization of AMS not only ensures the vitality of the affiliate ecosystem by setting a minimum commission rate but also creates broader incremental opportunities for sellers through the Indirect Order commission mechanism and platform-sponsored incentives. In Singapore's market, where e-commerce marketing increasingly emphasizes content and trust, AMS undoubtedly provides sellers with an effective pathway to efficiently connect with quality traffic and drive sustainable business growth. Sellers are recommended to stay updated on rule changes, proactively plan their affiliate marketing strategies, and seize the platform's ecosystem dividends to achieve long-term, steady growth.



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